At its recent launch event, Apple unveiled the all-new iPhone 17 series, which has exceeded expectations in pre-order performance within the Chinese market. Although the thinnest iPhone, the iPhone Air, has been postponed due to eSIM regulatory issues, the iPhone 17 series still recorded a historic number of pre-orders, with some regions experiencing connectivity troubles on their pre-order pages due to high traffic.
According to data from JD.com, the sales of the iPhone 17 series exceeded the total first-day sales of last year’s iPhone 16 series within the first minute of pre-orders starting. The standard 256GB version of the iPhone 17 emerged as the most popular model. As demand for pre-orders surged, the Apple website experienced technical issues, with many users reporting difficulties accessing the pre-order page. Those who successfully completed their pre-orders noted that the payment process took up to five minutes, while the in-store pickup slots for the iPhone 17 Pro Max at the Shanghai Apple Store filled up in just 20 minutes.
The highly anticipated iPhone Air boasts a thickness of just 5.6 mm, making it the thinnest iPhone model ever. However, due to the eSIM technology requiring approval from regulatory authorities in China, its launch in the country has been postponed. Apple stated on its Chinese website that Release information will be updated shortly; all models will be available after receiving approval.. An Apple spokesperson revealed that the company is working closely with regulators in hopes of launching the iPhone Air in China as soon as possible. Currently, the Chinese market primarily relies on physical SIM cards, and initially, the iPhone Air will only be available through China Unicom, requiring users to visit a physical store to activate the eSIM feature.
The successful pre-orders for the iPhone 17 series have sent a positive signal for Apple in the Chinese market. Despite facing sales challenges in China, the company reported its first growth in two years in the second quarter of this year, with iPhone sales rising by 8% year-on-year. Analysts pointed out that Apple adjusted its pricing strategy in May, offering discounts during the 618 shopping festival and increasing the trade-in value for old devices, effectively stimulating consumer demand. Currently, in regions like Guangzhou, the delivery times for all iPhone 17 models have been extended to October 15, indicating strong market demand. Aside from the delayed release of the iPhone Air, the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max are now available in the Chinese market, supporting local physical SIM card services.
